financial services

Brighthouse Financial, OppenheimerFunds Launch Campaigns


MetLife is launching its first-ever broadcast spot for Brighthouse Financial, the new annuity/life insurance brand from MetLife. Separately, OppenheimerFunds, a global asset manager, is launching a new brand campaign.

Brighthouse Financial’s “Predictability” was created by BBH NY and aims to both establish the brand and break out of the MetLife shadow. 

The campaign brings the strategy behind the Brighthouse Financial brand to life. As people live longer and assume more responsibility for securing their financial futures, Brighthouse Financial is focused on providing simple and transparent annuity and life insurance solutions that can play an essential role in a financial plan.

“We’re on a mission to help people achieve financial security, and our brand embodies that mission,” said Matt Quale, VP and head of marketing at Brighthouse Financial, in a release. “That’s why our name is Brighthouse Financial -- because it combines optimism with stability. Our brand symbol incorporates a house to represent the protection products like annuities and life insurance can offer to a portfolio, with rays of light used to illustrate the confidence that comes from knowing you’ve planned for your future.”

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Other agencies involved with the effort include Citizen, which created the Brighthouse Financial Web site; MODCo Media, which developed the media plan; MXM which created content for the Web site; Red Peak, which developed the brand identity including the logo and cg42, which developed target audience insights and the brand strategy and positioning.

Separately, OppenheimerFunds’ brand campaign is themed “Challenge the Index.”

The effort, from MRM//McCann and Havas Media, aims to build awareness of the firm, while focusing on specific product offerings, such as Revenue Weighted ETF strategies, and the firm’s International Growth, International Bond and Emerging Markets Local Bond Strategies.

The campaign will be featured across digital media channels and focuses on the “innovative and differentiated ways we look at the world, offering trusted, long-term investing opportunities for our clients and their end investors,” said John McDonough, head of distribution and marketing, OppenheimerFunds. 

Web site features a video of Krishna Memani, chief investment officer at OppenheimerFunds, who details the firm’s focus on finding new ways to challenge the status quo of investing by identifying opportunities that others may not see. 

The multifaceted media strategy is aimed at the firm’s target client segments, which include financial advisors, broker dealers, and high-net-worth and institutional clients. Creative presents stories that challenge investors’ perceptions. 

OppenheimerFunds also partnered with Future Colossal to create an immersive interactive window installation at 67 Wall Street in New York. From April 5 to May 3, visitors can experience what Wall Street looked like in 1957, when the S&P 500 began as an index. 

As part of the same installation, passersby can interact in augmented reality with animals symbolizing global and emerging economies, to remind them to challenge home market bias and perceptions about investing in these markets. The public can share their impression of the interaction on social media, including Twitter, Periscope and Snapchat using the hashtag #ChallengeTheIndex.

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